“Push,
Pull, Click, Click!”
Begins New Era In Shaving
“Push, Pull, Click, Click!
Change blades that quick
with a quick, quick, Eversharp Schick.”
Lincoln, Me. (DG)—
 The
creation of the Eversharp Schick Injector Razor gave men who shaved
back then a new, easy, and pleasant alternative in getting a closer, cleaner,
and comfortable shave. At that time, it was the world’s only razor with automatic
blade changer. All was required
was to inject the Eversharp Schick Injector Blade dispenser into
the razor (“Push”); pull the handle on the dispenser from one end to
the other
to insert a new blade into the razor (“Pull”); and take out the dispenser
and let the razor set the new blade in place (“Click Click!”).
With a new blade in the razor, it was time to shave.
You might notice there was no handling of the blades; the twisting and
turning of the razor; or excess time needed to put in a new blade. The blade was in, and the razor was ready for shaving.
In
order to point out this new era in shaving, Eversharp Schick took
its act to radio. The product was remembered over the airwaves 2 ways. First,
on every radio program Eversharp Schick sponsored, the program’s
theme music was “Buy Eversharp”*
in tribute to the product---
and second, since the Eversharp Schick Injector Razor was unique,
the commercials focused on inserting a new blade into the razor.
The radio listeners knew this amazing procedure for the sounds it
made--- “Push, Pull, Click, Click!”
For
honest, serious advertising, Eversharp Schick was the sponsor of TAKE
IT OR LEAVE IT, DUFFY’S TAVERN, MAISIE, LET YOURSELF GO, and other
different radio programs. For honest, but humorous advertising, Eversharp
Schick also sponsored THE HENRY MORGAN SHOW? on ABC
Radio.
During
a typical broadcast of this half hour comedy/variety show, there was a
completely different set of Eversharp Schick commercials.
One commercial was a serious message narrated by announcer Charles
Irving.
From time to time, in place
of Irving’s commercial, there was the “Eversharp Schick Shave-A-Thon”
with sportscaster Ted Husing.
This
was an actual test where 3 men appeared on stage with lather on their faces.
2 men used razors from other brands, and the third man shaved with an Eversharp
Schick Injector. All 3 men
had to shave within the commercial time. Once
the bell sounded, all 3 men started to shave.
In the heat of the competition, Husing gave a “blow by blow”
account of the shaving. When the bell
sounded ending the Shave-A-Thon, Husing declared the man who used the Eversharp
Schick the winner. The
other commercial was presented by Henry Morgan, himself.
If you know his reputation with sponsors, Morgan’s
commercials were anything but serious. With
his return to network radio after a stint in the service, Morgan still had the
sharp wit that made him a popular figure with the radio listeners during the HERE’S
MORGAN years. He still had
the ability to make sponsors cringe--- and to “Old Man Adler’s”**
relief, the latest victim who found out about Morgan’s sharp tongue was Eversharp
Schick.
As
expected, Morgan took great delight in ribbing the Eversharp Schick
Injector Razor, Injector Blades, and especially the “Push,
Pull, Click, Click!” phrase. For
example, Morgan presented a commercial concerning an imaginary guy who owned an
Eversharp Schick Injector Razor.
Although he was the proud owner of the razor, this poor fellow had
tremendous difficulty in being popular--- especially with the ladies.
With his best John J. Anthony imitation, Morgan had the solution.
Forget about dating girls and don’t go out.
Spend a pleasant evening at home playing “Push, Pull, Click,
Click” with the Eversharp Schick Injector Razor.
Morgan stated as long as the guy had the razor and a 20 blade Eversharp
Schick Injector Blade dispenser, the girls will continue
to
hate his guts, but the fellow had Morgan as a friend.
 In
the April 14, 1947 issue of Life Magazine, there was an article
about Henry Morgan. Of course, it
was good public relations to feature a plug about the Eversharp Schick
Injector Razor. Morgan
did just that--- although Eversharp Schick wished he didn’t
necessarily bother. In the article,
there was a picture of Morgan standing in front of an ABC microphone,
praying to the Heavens. Over his
head was a large picture of a Eversharp Schick Injector
Razor. The picture sounds
like good PR, right? It was up to
that point, but let me tell you about the rest of the picture.
Morgan’s face had numerous bandages where he (supposedly) shaved with
an Eversharp Schick Injector Razor.
To make a long story short, if anyone else (except Arthur Godfrey) did
that, sponsorship was immediately cancelled.
Morgan could get away with it, because he sold Eversharp Schick
Injector Razors--- and Eversharp, Inc. knew
what they were getting into by sponsoring THE HENRY MORGAN SHOW?
Even
with Morgan’s picture and comments, the Eversharp Schick Injector Razor
way to shave was faster and easier than with single edge or double edge razors
of the era. The best news of all,
using the modern Eversharp Schick Injector Razor didn’t cost any
more to use than other razors--- and if some men couldn’t get dates, it was
indeed fun to spend an evening playing “Push, Pull, Click Click.”
In fact, I’m sure that Eversharp, Inc. would have
loved that!
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